Zenyo

Study: B2B Spending Online

noreply@blogger.com (Zenyo, Inc.) — Wed, 15 Feb 2012 19:05:00 +0000

Spending on online search is half of all digital marketing expenditures, according to a new study by BtoB. However, the breakdown is what is most interesting.

While paid search advertising is less evident, the study found that website and landing page optimization has been undertaken by nearly all marketers (95%), thus allowing their sites to appear near the top of organic search results. In fact, 35% of respondents have had nothing to do with pay-per-click efforts, according to the study, titled “Search Marketing: The State of B2B SEO and PPC Practices".

Facebook COO: Trends Driving Tech Today

noreply@blogger.com (Zenyo, Inc.) — Mon, 30 Jan 2012 20:13:00 +0000

SUMMARY:

1) From anonymity ... to authentic identity

2) From the wisdom of crowds ... to the wisdom of friends

3) From being receivers of information .... to broadcasters of information

Digital Trends in 2011

noreply@blogger.com (Zenyo, Inc.) — Mon, 02 Jan 2012 18:00:00 +0000

Nielson reports usage statistics on web brands, social networks, blogs and more for 2011.

Also, Nielson reports a number of interesting statistics in their Mobile Media Report, including:

The majority of 25-34 and 18-24 year olds now own smartphones (64% and 53% respectively)
The majority of smartphone owners (62%) have downloaded apps on their devices and games are the top application category used in the past 30 days
The # of smartphone subscribers using the mobile Internet has grown 45 percent since 2010
87% of app downloaders (those who have downloaded an app in the past 30 days) have used deal-of-the-day websites like Groupon or Living Social

Customer Satisfaction: Recent Study in the Mortgage Industry

noreply@blogger.com (Zenyo, Inc.) — Tue, 02 Aug 2011 15:52:00 +0000

While overall satisfaction is down, it is interesting to see how large financial institutions are incorporating best practices and the results from their efforts. A recent study by J.D. Power and Associates shows BB&T out-performing competitors, with Regions Mortgage second and Wells Fargo third.

Getting Ready For T-Commerce

noreply@blogger.com (Zenyo, Inc.) — Mon, 01 Aug 2011 19:44:00 +0000

The era of T-Commerce has begun. Forrester just published the following in their report "Why Tablet Commerce Will Soon Trump Mobile eCommerce".

Already, 9% of the people who shop online have a tablet.
Tablets are taking off - Forrester projects that 82 million Americans will own one by 2015.
The average retailer surveyed reports that 21% of the mobile commerce on their sites comes from tablets.
According to another survey, 47% of the tablet owners have bought something on their tablets, and another 13% have shopped with the tablet.
Half of the tablet owners shop more on their tablets than on their smartphones (and nearly all of them have smartphones).

With this huge shift in digital commerce, it is important to optimize sales and marketing strategies specifically for the tablet.

We're interested in knowing what you are doing in T-Commerce. Please post a comment on our Facebook page.

Report: Social Networking Sites And Our Lives

noreply@blogger.com (Zenyo, Inc.) — Thu, 07 Jul 2011 14:52:00 +0000

It's no secret that we are all trying to get ahead of the curve when it comes to integrating social media into the marketing mix. Social networking seems to enrich the fabric of our lives, both personally and professionally. But our challenge as marketers is to keep up with the rapid evolution of digital technology.

This report from the Pew Research Center is particularly helpful to understanding "people’s overall social networks and how use of these technologies is related to trust, tolerance, social support, and community and political engagement."

Social Network Users Have Doubled AND Gotten Older

Platform Utilization

This report is full of interesting insights ... too many to include in this post. So I hope you'll download the full report.

Let us know how you're using social media in your marketing efforts - just post as a comment on our Facebook page or email solutions@zenyoinc.com. We'll include your case studies in an upcoming blog post.

Trends Driving Innovation

noreply@blogger.com (Zenyo, Inc.) — Tue, 28 Jun 2011 18:17:00 +0000

Recently, Steve Hasker from Nielson addressed attendees at Consumer 360 in Orlando. His focus was on how technology evolution and consumer demand challenge marketers. In his presentation, Hasker outlined key trends driving the need for innovation:

Social Media – User-generated content is fundamentally changing behavior among younger generations of consumers, according to Hasker, including how programs are discovered, how people communicate and how products are purchased.
Explosion in Multiplatform Media Usage – Distribution of content is becoming increasingly fragmented as users multitask across mobile devices, tablets, other platforms and traditional activities. You have to understand the cross-platform consumer.
Changing Sources of Global Growth – Brands are challenged by ever-changing demographics in an increasingly global world.

Incentives Motivate Referrals

noreply@blogger.com (Zenyo, Inc.) — Fri, 03 Jun 2011 13:44:00 +0000

Interesting data on use of incentives.

Article

Mobile Consumers Are Ad-Friendly

noreply@blogger.com (Zenyo, Inc.) — Wed, 01 Jun 2011 15:49:00 +0000

According to new research from Mojiva, more than 60% of mobile users click on ads at least one a week. And when seeing an ad, approximately 50% of users would play a game, download an application, or visit a Web site afterwards, compared to only 22% who would make a purchase and 40% would download a coupon.

Report

Non-Profit Marketing Through Location-Based Services

noreply@blogger.com (Zenyo, Inc.) — Wed, 18 May 2011 15:31:00 +0000

Has your non-profit incorporated location-based services (LBS) into marketing and fundraising plans?

While LBS are still in their infancy, any non-profit can begin to craft a strategy for how the channel can play a role in marketing now and in the future. A few key points for getting started:

Find a partner. What business relationships do you have in your community? Which company could mutually benefit from your association? Do you have board members who might sponsor a test? This is the first and most critical step to piloting this program.

Choose your LBS. Decide on your target audience and then choose a platform where you think they will be most active. Given their current reach compared to other options, starting out with Foursquare and Facebook is a sound pilot strategy.

Develop a promotion. What will you focus on … fundraising, awareness, both?
A few ideas:

Awareness: A nonprofit that provides adoption support services might leave tips at local daycare centers. When Foursquare users check into the partner locations, they will learn about the nonprofit.
Fundraising: You may use Facebook Places in conjunction with a partnership with a local bookstore, restaurant or other retail location. When users check-in, the business donates $5.00 to your non-profit. If your non-profit is a local food bank, perhaps an ideal partnership might be a local restaurant or chain or even a grocery store.

As a parting note, I believe it’s important to view LBS, at least in the early stages of testing, as an enhancement to your traditional marketing programs. You will need to invest quite a bit of time getting the program off the ground and the ROI for the time dedicated to these initial efforts may be slim. However, you’re planning for the long-term…you’re finding new and unique ways to connect with current and prospective audiences…you’re getting ahead of the curve. And the pay-off will come as both a measureable and immeasurable enhancement to your traditional programs.

Study: Landing Page Testing and Optimization

noreply@blogger.com (Zenyo, Inc.) — Tue, 10 May 2011 15:01:00 +0000

I've spent nearly 30 years designing and implementing segmentation and strategies...so I have to admit that I was impressed with what Intuit has to report.

This post on MarketingSherpa.com promises: Find out how one B2B marketer went through a cycle of four tests on its main landing page to optimize revenue-per-visitor, found a winner, and continued to test to refine those results. This advanced look at optimization includes in-depth results on four tested landing pages.

The report illustrates Intuit's testing and optimization strategy, and the results speak for themselves. I encourage you to read the full post, but here is a summary of "lessons learned":

1) New treatments performed better than the control with two types of strategies:

Simplifying the page objectives (less navigation and buttons, one primary call-to-action)
More effectively promoting product details and guarantee

2) It’s imperative to determine the appropriate amount of information to present to the visitors:

Treatments that overwhelmed the visitor with information (FAQ, tabs) did not perform as well as hypothesized
Treatment 1 -- the winning treatment throughout the testing cycle -- only included a brief intro paragraph

3) Both attempts to increase the sales of non-Pro products (Mac and Premier) through ad group and OS targeting did not yield an increase in revenue overall or for those products. For example, visitor who arrived at the page through a "QuickBooks Premier" search term were shown a box of the Premier product instead of Pro, but this did not result in an increase in Premier revenue over control

Testing is on-going, and as explained by Sunil Kaki, Senior Marketing Manager for Quickbooks, "... even [tested] winners have a lifecycle of being impactful. I think they are good for maybe a quarter, but not more than that because the winning results decay over time. We want to have a fresh winner almost every three months... "

What testing and optimization strategies do you currently have in place?

Nielson: Understanding the Modern American Mom

noreply@blogger.com (Zenyo, Inc.) — Fri, 06 May 2011 15:02:00 +0000

Very valuable insight for marketers ... "In honor of Mother’s Day, The Nielsen Company has taken a look at the 'modern mom.' What’s she watching? Where does she spend her time and money online? What are her primary interests?"

The article looks at a few key points:

1) Social Media

Moms with kids under 18 are more likely than the general population to engage in social networking activities as well as use the internet for personal communication, posting, etc.

2) Shopping

Households with kids under 18 overindex for certain food purchases as well as shopping for groceries online. When it comes to general shopping online, they are on par with other online adults. They under-trend for any investment shopping.

Profiling Digital Lifestyle Segments

noreply@blogger.com (Zenyo, Inc.) — Tue, 26 Apr 2011 17:32:00 +0000

In online marketing, we know that "clicks" alone are not a measure of success. As the Digital Lifestyle study shows, we need to have a more in-depth understanding of the consumer and their underlying motivators. This study goes a long way toward helping us understand today's digital consumer - it breaks the broader audience down into six distinct segments:

Influencers

The internet is an integral part of my life. I’m young and a big mobile Internet user and generally access everywhere, all of the time. I’m a blogger, a passionate social networker with many social network friends. I’m also a big online shopper, even via my mobile. I want to make sure as many people as possible hear my online voice.

Communicators

I just love talking and expressing myself, whether that’s face to face, on a fixed line, mobile or on social networking sites, instant messaging or just emailing people. I really want to express myself in the online world in the way that I can’t in the offline one. I tend to be a smart phone user and I’m connecting online from my mobile, at home, at work or at college.

Knowledge-seekers

I use the internet to gain knowledge, information and to educate myself about the world. I’m not very interested in social networking but I do want to hear from like-minded people especially to help me make purchase decisions. I’m very interested in the latest thing.

Networkers

The internet is important for me to establish and maintain relationships. I have a busy life whether it’s my profession or managing the home. I use things like social networking to keep in touch with people I wouldn’t have time to otherwise. I’m a big home internet home user and I’m very open to talking to brands and looking for promotions. That said I’m not really the kind of person to voice my opinions online.

Aspirers

I’m looking to create a personal space online. I’m very new to the Internet and I’m accessing via mobile and internet cafes but mostly from home. I’m not doing a great deal at the moment online but I’m desperate to do more of everything, especially from a mobile device.

Functionals

The internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news, sport & weather but also online shopping. I’m really not interested in anything new (like social networking )and I am worried about data privacy and security. I am older and have been using the internet for a long time.

Take a look at the report for more detailed information on each profile.

Report: Social Media Now Mainstream

noreply@blogger.com (Zenyo, Inc.) — Thu, 21 Apr 2011 16:48:00 +0000

Download Report

Just a few years ago, businesses were unsure about social media...and now companies are increasingly looking at ways to integrate social into their marketing mix.

To understand how marketers are using social media, Social Media Examiner commissioned the 2011 Social Media Marketing Industry Report.

Major findings from the report include:

90% of marketers indicate that social media is important for their business.
One third of all social media marketers want to know how to monitor and measure the return on investment (ROI) of social media and integrate their social media activities.
58% of marketers are using social media for 6 hours or more each week, and more than a third invest 11 or more hours weekly.
77% of marketers plan on increasing their use of YouTube and video marketing, making it the top area marketers will invest in for 2011.
70% of marketers want to learn more about Facebook and 69% want to learn more about blogging.

Additional Source: Center for Media Research

Case Study: Mobile App Delivers

noreply@blogger.com (Zenyo, Inc.) — Fri, 08 Apr 2011 18:48:00 +0000

Managing and delivering content digitally is becoming more important by the day. And the NHL Calgary Flames have come up with a winning formula worth sharing.

A summary of their program can be found at MarketingSherpa.com. Briefly, here are the key tactics employed:

Give your audience what it wants (news, photos, videos, social media)
Always have fresh content
Plan for on-going maintenance and updates
Promote the launch and later updates
Make a full commitment to the channel

Study: Smartphone Adopton Among Moms

noreply@blogger.com (Zenyo, Inc.) — Thu, 31 Mar 2011 18:05:00 +0000

The "21st Century Mobile Mom® Report" from Babycenter reveals that smartphones "have become indispensable to moms, who are 18% more likely than average to have (one)."

Smartphone adoption among moms has risen 64% in less than two years, and nearly half (46%) of moms have taken action after seeing an ad on their smartphone.

Key points in the study:

Motherhood is a trigger for mobile adoption
Moms are mobile power users
Mobile forever alters the path to the register
Mobile addiction changes media consumption
Moms tap on mobile ads

The study captured the opinions and behaviors of more than 5,000 moms and members of the general population as well as an ethnography study of 23 moms that included over 1,000 text logs, 200 video entries, and 32 hours of in-home interviews.

Report

Study: Mobile Phone Owners and Text Advertising

noreply@blogger.com (Zenyo, Inc.) — Tue, 29 Mar 2011 13:53:00 +0000

Not surprising - Milennials are far more likely than GenXers or Boomers to view and/or respond to text message ads.

Other key points from the GfK MRI study:

- Age aside, mobile phone owners who agree with the statement, "My cell phone is an extension of my personality" are 85% more likely to have looked at a texted ad and 110% more likely to have used text to respond to an ad or to make a purchase.
- "Reaching the older audience segments via texting will be a challenge for advertisers".

Case Study: QR Codes Help Drive Direct Mail Campaign Success

noreply@blogger.com (Zenyo, Inc.) — Mon, 07 Mar 2011 15:59:00 +0000

Kudos to Dole Food Co. and the Price Chopper supermarket chain for employing new technology - QR codes and short codes - within traditional direct mail.

The campaign reminds me of projects we handled for The Kroger Co. several years ago ... designed to build loyalty among the shopper base and to promote select vendor products. What's special about this program is that the QR and short codes streamline the response process, making it easier for an individual using a web-enabled phone to receive mobile content.

How are you incorporating new response tools into your marketing campaigns?

Article

Affluence Breeding More Affluence

noreply@blogger.com (Zenyo, Inc.) — Tue, 01 Mar 2011 18:07:00 +0000

Interesting analysis by Mother Jones on wealth creation over the past 30 years.

The top one-hundredth of one percent, who now make an average of $27 million per household. The average income for the bottom 90 percent of us? $31,244.

Making the Most of Social Media

noreply@blogger.com (Zenyo, Inc.) — Mon, 14 Feb 2011 14:48:00 +0000

- More than 100 million tweets per day on Twitter.

- More than 30 billion pieces of content shared globally each month on Facebook.

Conclusion: Content clutter has turned into content decay.

Solution: A variety of tools are available to help marketers apply appropriate tactics per medium. Example - rather than random posting, you can track activity to optimize tweets and analyze performance.

The following presentation provides tremendous insight into the evolving social landscape and the challenges marketers face in using social channels to effect customer behavior.

Attentionomics Captivating Attention in the Age of Content Decay

Twitter Clutter?

noreply@blogger.com (Zenyo, Inc.) — Fri, 11 Feb 2011 16:02:00 +0000

Interesting results from recent survey offer clear indication that marketers should be more strategic with their Twitter messaging content. The following chart provides insight into why people abandon brands on Twitter.

Source: ExactTarget, 2011.

Study: Facebook Takes # 1 Spot For Time Spent Online

noreply@blogger.com (Zenyo, Inc.) — Thu, 10 Feb 2011 20:07:00 +0000

Click to Enlarge Chart

According to a report published by comScore, Facebook represents the largest share of time spent by US internet users on any single website.

Engaging current and potential customers through Facebook has become a priority for many brands. What is your company doing to capitalize on the social media phenomenon?

Smartphones Superior to Feature Phones for Mobile Ad Awareness

noreply@blogger.com (Zenyo, Inc.) — Mon, 07 Feb 2011 15:33:00 +0000

Source: Milennial Media, 2011.

According to the December 2010 SMART Report from Millennial Media, smartphones are more effective than feature phones in the following areas:

Mobile ad awareness (39% vs. 28%)
Unaided awareness (17% vs. 13%)
Purchase intent (15% compared to 12%)

Source: Milennial Media, 2011.

Smartphones defined as iPhone, Android, Blackberry, Palm, Windows devices. Feature Phones defined as all other mobile phones.

Harris Poll: Benefits From Social Media Vary By Demographics

noreply@blogger.com (Zenyo, Inc.) — Fri, 04 Feb 2011 15:41:00 +0000

Approx. 65% of U.S. adults are using social media and say they have received a positive benefit from its use. However, younger Americans claim positive benefits as a result of their social media use much more often than do older adults. Interesting detail to report:

59% of Echo Boomers (age 18-33) say they have received a positive suggestion for something to try from their activity on social media, compared to 44% of Gen Xers (age 34-45), 34% of Baby Boomers (age 46-64), and just 19% of Matures (age 65 and older).
Similarly, 24% quarter of Echo Boomers have found a job opportunity through social media, while only 11% in ten Baby Boomers say the same.

Source: Harris Poll, January 2011.

They study also provides other insight on consequences from social media usage as well as opinions on privacy settings.

Optimizing Internet Presence

noreply@blogger.com (Zenyo, Inc.) — Thu, 03 Feb 2011 17:04:00 +0000

In today’s increasingly digital world, companies must have a strong marketing presence on the web and, in fact, connected to the web.

MarketingSherpa.com provides an interesting study of 1,000 B2B marketers and recent results of their development efforts.

One important finding reinforces our ongoing recommendation to clients: implementing unique landing pages for various marketing campaigns increases relevancy and leads to improved conversion rates.

Click here to enlarge chart.